the wingman project

RUN · MEDIA · §III.10 · INFLUENCER

Trust is borrowed.We return it with receipts.

Influencer marketing works, when it’s run against real outcomes instead of follower counts. We run creator partnerships with paid-media discipline: every voice tested, every result measured, every winner scaled, every dud cut.

Open the casting call
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CAST LIKE A CASTING DIRECTORBRIEFED LIKE A COLLABORATORMEASURED LIKE MEDIA

ACT I · THE CASTING · HOW 01 · SOURCE

Casting is the strategy.

Influencer is a casting problem, not a media buy. We source creators against your actual audience (the people who already buy from you), never against generic fit, and never against a follower count.

Every candidate is vetted the way a magazine vets a contributor: who their audience really is, whether the engagement is earned, what lives in the comment section, whose money they’ve taken before, whether the followers are human, and whether anything in their history could burn you. Six passes. Nobody skips one.

a small cast of right voices beats a thousand wrong ones.

THE CASTING BOARD · SIX PASSES, NO EXCEPTIONSvetted the way a magazine vets a contributorPASS01 · AUDIENCE MATCHyours, not generic fit.PASS02 · REAL ENGAGEMENTearned, never bought.reads every commentPASS03 · COMMENT SENTIMENTthoughtful, no sludge.CLEAN SLATEPASS04 · BRAND HISTORYno competitor entanglements.PASS05 · AUDIENCE AUTHENTICITYverified human, no bought bots.PASS06 · SAFETY REVIEWno open issues, no surprises.held for the nextright voice.cast against your audience, or not at alla small cast of right voicesbeats a thousand wrong ones.HOW · 01 · SOURCEcreators sourced againstyour actual audience, notgeneric fit, and nevera follower count.SHORT LIST · CASTno one hangs here for a follower count.
THE CASTING BOARDsix passes01 · AUDIENCE MATCHyours, not generic.02 · REAL ENGAGEMENTearned, never bought.reads every comment03 · COMMENT SENTIMENTthoughtful, no sludge.04 · BRAND HISTORYno competitor ties.05 · AUTHENTICITYhuman, verified.06 · SAFETY REVIEWno surprises.held for the next right voice.a small cast of right voicesbeats a thousand wrong ones.HOW · 01 · SOURCEsourced against your actual audience,not generic fit. never a follower count.

ACT II · THE BRIEF · HOW 02 · TERMS  /  HOW 03 · BRIEF

The script locks the claims. The voice stays theirs.

Usage rights and creative control are negotiated up front, before anything is shot, never after a post is live. And you never sign an agent’s contract: we write the memo ourselves, one page, both signatures. Handshakes get forgotten. A written memo protects both sides and makes the creator’s job easier, which is exactly how you end up with better content.

Then the brief: tight enough to stay on-brand, loose enough to sound native. We fix what must be true and free what must be theirs.

THE BRIEF: ONE PAGE, BOTH SIGNATURESSCENE: YOUR PRODUCT · THEIR FEED · THEIR VOICEFIXED · OURS · HOW 02, TERMSTHE CLAIMStrue, checked, in writingUSAGE RIGHTSnegotiated up front, held by youCREATIVE CONTROLagreed before anything is shotEXCLUSIVITYscoped and written, never assumedAPPROVALone clean round, notes in writingTHE KILL FEEnamed in advance, no theatreDISCLOSUREalways, and properly markedTIGHT ENOUGH TO STAY ON-BRANDloose enough to sound nativeTHE CREATOR’S · THEIRS · HOW 03, BRIEFthe voice: it stays theirs.the pacing, the cut, the humour.the framing of the story.the way they talk to their own people.the reason anyone listens at all.DIRECTION: READ THE BRAND LINE EXACTLY AS WRITTEN.say it like you.(redline · ours · the only note that matters)theirsourshandshakes get forgotten. this page doesn’t.one page. ours. you never sign an agent’s contract.
THE BRIEFONE PAGE · BOTH SIGNATURESFIXED · OURSTHE CLAIMStrue, checked, in writingUSAGE RIGHTSnegotiated up front, held by youCREATIVE CONTROLagreed before anything is shotEXCLUSIVITYscoped and written, never assumedAPPROVALone clean round, notes in writingTHE KILL FEEnamed in advance, no theatreDISCLOSUREalways, and properly markedTIGHT ENOUGH TO STAY ON-BRANDloose enough to sound nativeTHE CREATOR’Sthe voice: it stays theirs.the pacing, the cut, the humour.the framing of the story.the way they talk to their own people.READ THE BRAND LINE AS WRITTEN.say it like you.theirsours

INTERLUDE · ONE VOICE, LIT

“Brief me tight enough to stay on-brand. Leave me loose enough to sound like me.”

EVERY CREATOR WORTH CASTING

ACT III · THE RUN · HOW 04 · AMPLIFY

A great performance deserves a bigger house.

Organic reach is opening night; paid is the run. Winning content gets amplified through paid under the creator’s own handle, whitelisted, agreed in the terms, targeted like any other ad we’d buy. Then the same four verdicts, in order, every time:

  1. TESTED

    Every piece runs as an experiment, not a hope.

  2. MEASURED

    Against real outcomes, never follower counts.

  3. SCALED

    Winners pushed through paid, whitelisted, usage rights already in hand.

  4. CUT

    Whatever doesn’t convert stops. Politely, but it stops.

ACT IV · THE BOX OFFICE · HOW 05 · REPORT

Applause is not revenue.

When the lights come up, the audit goes on. We report incremental revenue, not impressions: what the partnership actually added, counted under fluorescent light. Nobody will ask you to applaud a reach number, and you don’t pay for impressions that didn’t convert.

THE AUDIT · UNDER FLUORESCENT LIGHTBORROWEDtheir audience: trust on loan.reach, on loan, not yet worth anythingTESTEDMEASUREDan experiment, not a hopeSCALED · HOW 04, AMPLIFYwinners through paid · whitelistedCUT: didn’t convert.you don’t pay for these.BOX OFFICEINCREMENTAL REVENUEthe only line we reportHOW · 05 · REPORT: incremental revenue, not impressions.
THE AUDIT · FLUORESCENTBORROWEDtheir audience: trust on loan.TESTED · MEASUREDan experiment, not a hopeCUT.not paid for.SCALEDpaid · whitelistedBOX OFFICEINCREMENTAL REVENUEthe only line we reportHOW · 05 · REPORT: revenue, not impressions.
COUNTED
incremental revenue, the line that survives the audit
DISCOUNTED
borrowed reach, noted, never billed as a result
DISCARDED
impressions without outcomes, cut from the program

It all lands in a performance report that reads like a box-office statement: what ran, what it earned, what got cut.

THE PLAYBILL · WHAT YOU GET, WHAT YOU NEVER DO

TOP BILLING · what you get

  • A continuous pipeline of creator content: cast, briefed, delivered.
  • Usage rights, negotiated up front and held by you.
  • Whitelisted paid amplification behind every winner.
  • A performance report against real outcomes: incremental revenue, not impressions.

NOT APPEARING · what you never do

  • You don’t sign an agent’s contract.
  • You don’t chase a creator for deliverables.
  • You don’t pay for impressions that didn’t convert.

Want an influencer program that doesn’t feel transactional?

We’ll cast it like a director, paper it like producers, and treat the creators like contributors. You take the bow.

Start the casting

§III.10 · influencer · the wingman project